I work for a business that operates several sites that were developed a very long time ago. We've been making many different changes over the past 12-18 months to improve these sites in several different ways. One area that we've never discussed or attempted is general site structure. Its pretty obvious that when the business was started they had never heard of information architecture or usability design. To make matters worse, the internal linking strategy appears to have been link everything to everything. Well after being told that it couldn't be done - I'm getting our team to say we must focus on this, if for no other reason that to help consumers figure out how to navigate through our site.
Today we essentially have a series of category / information pages. In some cases, we hang more detailed topical content related to a category /informational page in a hub and spoke manner. Although remember what I said about linking everything to everything. In reality there are a series of subtopics that should been designed for every category / informational area. Instead, what happened is in some cases the subtopic is integrated into the hub or category page, in other situations is hung off the page as a spoke page and in others the subtopic isn't even covered.
The plan is to standardize - each category will have 'n' subtopics (~10-12, we're still working this out). From a navigational standpoint users will be able to easily navigate both across categories as well as subtopics within a category as well as between categories within adjacent/similar subtopics. This is essentially a grid if that makes sense.
The question is this - we have some keywords that do well in SEO and many many more that do not and the trend has not been our friend. We're considering keeping the URLs of the pages associated with strong keywords the same within the nav structure, even though this might mean the URL for a spoke page will be inconsistent with the spoke page name from a different category.
I don't see any real danger for pages that either are not associated with any ranking keywords or only very weak keywords. Maybe I'm wrong.
What things should we consider in this change? We believe that this standardization should help consumers find the information they are looking for in a much more efficient manner, so page views/visit should go up. Additionally, this prepares us for category and subtopic comparison pages and other added functionality being added in a logical manner. We also think that as we add depth about a subtopic, it will be easier for us to acquire links to our site because the subtopics within a category will appeal to different websites. This is by no means a small project. We have hundreds and hundreds of pages.
Do folks think this is a worthwhile endeavor? We've spent a lot of time cleaning up H1 tags, structure of our pages, anchor tags, page load order and speed, image caching, etc. Site structure, URL length and internal link structure are essentially what is left. Once these are done we intend to really get going on better and more organized content on our site. Thoughts?